Google Ads Top Three Priorities for 2022 revealed recent update to their policy.
It’s no secret that the advertising industry is changing, and the new Google Ads experience has been created to adapt to the needs of its customers in these changing times. Recently, Google highlighted three main priorities they hope to achieve by 2022.
In an effort to better serve customers in this increasingly mobile world, Google hopes to focus on automation, measurement, and privacy throughout their next four years. Let’s take a look at what this means for the future of marketing!
Google Ads has been a pioneer in automation with campaigns like automated bidding and customer re-marketing lists. As Google continues to invest in new opportunities, it’s looking at how to automate other aspects of campaign management as well—like updating ads, adding negative keywords, or even sending messages to customers who abandoned their carts.
Google is pushing the use of Performance Max and Discovery campaign types under the Automation pillar.
Both campaign types aim to reach a large number of people with a single effort. Google promotes the following advantages of these campaigns:
- Management should be more straightforward (less campaigns)
- Reach through multiple channels]
- More ad space available
- Conversions in stages
Google advises using Smart Bidding, responsive search advertising, and broad match keywords for single channel campaign types like Search, Display, and YouTube.
Measurement has long been a challenge for advertisers, but it’s about to get a lot harder. Starting with the iOS 14 update, Apple is removing the ability for third-party cookies to track users across websites.
This means a lot more work for marketers to get the information they need to make better decisions for their campaigns.
To help with this transition, we’re launching a set of new measurement tools that will allow you to more accurately track how users engage with your campaigns.
It will be more difficult to demonstrate the benefit of marketing without actual results and statistics to back it up.
Google is releasing new privacy and measurement tools, including:
- Improved conversion rates
- Mode of Consent
- Modeling conversions
- Attribution based on data
Your first-party data and privacy-safe APIs will be used to power the solutions put in place.
These efforts prioritize the user by protecting their privacy while simultaneously listening to advertisers’ needs for campaign tracking.
The need for privacy is becoming more and more prevalent in today’s digital world. We’ve all heard about some sort of privacy breach, whether it’s a large data breach like the Facebook scandal, or a simple case of social media oversharing.
Google has been paying close attention to the increasing need for privacy for their users, and has worked hard to provide the best privacy controls possible for their users.
Google’s privacy playbook has been revised to reflect these needs from both the advertising and user perspectives. The following are the playbook’s three key highlights:
- Developing direct customer interactions
- Assuring that measurements are accurate and usable.
- Maintain the relevance of your advertisements.
You can acquire first-party data for more 1:1 direct communication, such as email marketing or in-app messaging, by creating direct relationships with clients.
What does this mean for advertisers?
Google’s shifting priorities will likely have a positive impact on Google Ad Words advertisers, as efforts to automate lead to more speed and efficiency.
We may see Google commit more time to enhancing their measurement and reporting capabilities, creating a more streamlined advertising experience across all devices.
Google is also aware of potential threats to their business model (GDPR, breach after breach) and are making proactive moves toward user privacy.